Analysis, news & advice

Fashion brands who aren't transparent and credible about efforts to be sustainable are at risk of losing market share and missing out on opportunities to target shoppers across demographics. Burberry burning $38 million worth of unsold inventory was an egregious but not particularly unusual example of wasteful practice, one which tarnished the brand as self-interested and careless.

With news this year that Nike purchased two small tech firms, and Nordstrom helping itself to two more, plus a wider trend of retailers and brands picking up tech companies through acquisitions, we ask: is this how retailers should be growing their digital teams and transforming to meet the needs of their customers?

Many brands benefit from Amazon’s ability to drive traffic and incredible logistics, helping them to attract and convert shoppers with a great customer experience. However, there’s an ever-present concern of damaging the brand when selling through Amazon. Here’s how sellers can develop, promote and protect their brands through the largest marketplace in the West.